#2: Communicate position changes based on existing beliefs

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Remember, the goal is to find questions that your audience is actively and consciously asking right now. By aligning your proposed changes with these existing problems, you create a natural bridge between the current challenge and your solution, increasing the likelihood of acceptance and adoption.

To drive acceptable and lasting change, you must base democratic republic of the congo email list your message on the beliefs and principles your audience already holds. This approach reduces resistance by building on familiarity rather than challenging core assumptions.

For example, when Apple launched the iPod, it didn't focus solely on technical specifications. Instead, it exploits consumer dissatisfaction with music's portability and variety. Its tagline, "1,000 songs in your pocket," resonated because it spoke to consumers' beliefs about the value of music choice and convenience.

These four tips will help you uncover and leverage your existing beliefs.

Find Universal Truths: Look for principles that apply in every situation, not just in your particular industry or situation.
Consider your audience’s worldview: What basic assumptions does your target audience have about how things work?
Examine your positioning: What core beliefs drive the design of your product or service? How do these beliefs align with your audience’s values?
Use testimonials: Analyze the language and emphasis of customer feedback to uncover underlying beliefs and priorities.